IT STARTED WITH BUMBLE

Client
Bumble Inc.

Brief
Develop four campaign films to highlight specific product features in the Bumble app, aimed at both GenZ and millenials.

Approach
The scripts for the videos were inspired by real-life success stories from Bumble users. Martin set the overall creative direction during pre-production, while I took ownership of the campaign’s execution once production began. I led the internal video team day-to-day, directing motion graphics, overseeing edits, and steering post-production, finishing, and localisation across 14 markets.

I attended the week-long shoot in Marseille, making sure the production captured what was right for both the creative and the stakeholders. I pushed for filming in 3:2 (Open Gate) to give more flexibility for reformats, then carried that same flexibility into the edit with adjusting aspect ratios and shaping the flashback sequences so they felt distinct from the present-day journey.

We developed a mixed-media approach that layered digital and analogue photography with ephemera to ground the stories in memory. I steered the creative execution across edits, motion design and media sequences, while managing workflows across time zones. I worked closely with stakeholders and senior leadership to secure creative sign-off at the highest level of the company.

Results
Cited by senior leadership as the best-looking campaign Bumble had ever made, Success Stories ran in 14 markets with fully localised films. Voiceover, subtitles, graphics and even details like ticket stubs and flyers were adapted so the work felt personal to each place while still global in scale.

The campaign drove real product engagement. Opening Moves increased chat starts by 26% overall, with a 29% lift in the U.S., and boosted quality conversations by 77% worldwide. Interest Badges saw rapid adoption, with 90% of members adding at least two and 60% filling all five available slots.

These results showed the campaign did more than raise awareness. It changed user behaviour inside the app and helped people connect in more meaningful ways.